New Delhi: The protest by Indian channel partners under the association FAIITA (Federation of Indian IT Associations) had intensified calling for a national-level attention to stop purchasing from the OEMs who give step-motherly treatment to traditional channel partners.Even though there is still not a clear decision on how to take this forward in many states, most of the partners in Tamil Nadu had already started putting their views to the distributors, pasting stickers in their shops, visiting offices of the distributors in various regions. Social media is widely used to create awareness among the partner community. Some campaigns of the partners included changing their display pictures on FaceBook and WhatsApp, campaigning through various groups etc. Deepak BV, one of the office bearers of FAIITA had campaigned to all the dealers in both the Telugu-speaking states to unite together and put forth their views to the OEMs. “This is not the time for our own self-goals and egoistic approach. We should come together forgetting our differences and seek the attention”, he requested the channel community.

TDAI stand:

Technology Distributors Association of India, the association of Technology distributors in India, in a statement, said it has no role to play in this and added that halt on purchase will only disrupt the marketplace further.

“Distributors are a conduit between the vendor and channel community and have no role to play in the current issues raised. We will however put forward a request to the Vendors to find a conducive working solution with the affected Members through dialogue. Taking into account market realities where Online retailers are present globally and are here to stay we have to work on a practical solution that allows for the co-existence of both channels without disrupting the flow of business. “, Veena Mishra, COO, TDAI, said in official note to this reporter.

She has also said, the call from the channel associations for a halt on purchases will only result in a further disruption in the marketplace. It is also difficult to reject orders being brought to us for fulfilment by the channel partners. “This has caused a massive disruption in the Marketplace and it would be in the larger interest of the entire IT Fraternity if the Channel Associations resolve the situation at the earliest to ensure business continuity.” , she added.